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For over 20 years, there has been a continuing program of EC-funded research across Europe on the causes and processes of land degradation and desertification. The Agri Valley in southern Italy is one area that has been studied in detail, and gradually stakeholders (ranging from farmers to policy makers) have been involved more actively, through consultations and workshops. Questionnaires to policy makers, students and farmers have been used to establish how levels of education and awareness of land degradation-related issues have changed over this time, and which issues are most prominent today. Many respondents now consider desertification and land degradation to be part of a wider concern for protecting the environment for the future and this, more holistic, view has resulted in a range of new sustainable approaches supporting the future livelihoods of the local population. However, social, economic and environmental "lock-ins" have also been identified, that can make sustainability less achievable. Television and the internet are the most successful media for social learning, and smart-phones with apps are likely to have a big part to play in the future. (C) 2014 Elsevier Ltd. All rights reserved.